Marketing methods have changed More in the past three years One of the driving forces behind these dramatic changes compared to the previous 50 years is Artificial Intelligence (AI). In fact, 45% of marketing teams now leverage AI in their email marketing campaigns, and 31% plan to invest more in A.I. machine learning this year.
Recent headlines show AI-generated summaries coming from major players like Apple, mailboxand Yahoo is coming Top email clients Enhance the user’s inbox experience. These updates will take shape in several different ways, such as AI-powered text preview in Apple Mail and One-click AI summary in Gmail.
Let’s take a deeper look at what these updates mean for email marketers.
exist Google input/output In May 2024, Google launched Gemini 1.5 Pro (formerly Bard) with several new enhancements for Google Workspace. One of the notable additions is the ability to Summarize email or email subject.
Users who launch Gemini in Google Workspace can now summarize email content with the click of a button or using the Gemini sidebar in Gmail. This works for a single email or an entire email thread.
source: Google
This helps users save time and resolve occasional difficulties by sorting messages to gather the most important points. Search your inbox for emails.
While this may not have the same impact on email marketers as New delivery rules for Yahoo and Gmailhere are some points to consider:
- Accuracy of summaries generated by artificial intelligence. Due to the nature of artificial intelligence, the summaries produced may not be completely accurate in some cases. Factors such as content complexity, language nuances, or contextual understanding may affect the accuracy of AI-generated summaries. That’s why, as a sender, you should make sure your email…
- Have a strong, clear email hierarchy. The hierarchy is in Email design Enhance visual importance and help subscribers consume content quickly. While the specific details of how Gemini generates AI summaries from emails are unclear, semantically building headlines is not only consistent with Email Design Best Practices It also improves the overall effectiveness of email.
- Gemini adoption. While we don’t know how many Google Workspace users have this feature enabled, comparing downloads between ChatGPT’s mobile app and Gemini shows a significant difference in popularity (3.25 million downloads, compared to 633,000 downloads in February 2024, respectively). Plus, it’s behind a paywall, which makes the barrier to entry higher for potential users.
When it comes to adoption, privacy and data may become stay tuned For those considering Gemini. especially with Third party cookies With the phaseout coming, we wonder if this will impact how users view and adopt AI-driven features like Gemini’s email summarization…
At Apple’s annual Worldwide Developers Conference (WWDC) in early June 2024, Apple launches Apple Intelligence, which is the name of a new set of artificial intelligence capabilities. This includes updates to its native mail app, such as on-device Priority Messages (a new section showing the most urgent emails) Email classification (e.g. main messages vs. promotional messages), smart email replies, and AI-driven email summaries.
These enhancements will be released as part of iOS 18 later in fall 2024.
Instead of previewing the first few lines of each email in their inbox, users can view a summary directly in their inbox without opening the message. For longer threads, users can view a summary of the most relevant details with just one click.
source: apple
For most email marketers, the immediate question is whether email is a valuable asset. Email “envelope”— consists of the sender’s name, subject line, and Preview text— will still retain its importance. We won’t know for sure until iOS 18 is released, but here’s what we’ll be keeping an eye on:
- Will this have any impact? all e-mail? So far, Apple’s examples of AI snippets appear to only include emails from the main inbox, not necessarily promotional emails. Therefore, it’s unclear whether this feature will affect all emails received by subscribers.
- How accurate are AI-powered email summaries? As we’ve highlighted before in Gemini for Gmail, AI-generated email summaries can be inaccurate.
- Can users opt in and out? If users could turn AI email summarization on or off, determining the impact would be challenging. A segmented approach, identifying subscribers who opened email on Apple clients and devices, and comparing engagement before and after iOS 18, may provide insights.
- What will adoption be like? Apple Intelligence system requirements are quite strict, especially for iPhone. While iOS 18 will run on devices released after 2019, Apple Intelligence features require an iPhone 15 Pro or iPhone 15 Pro Max.
- Can subject line and preview text still working together? The short answer is yes, but you need to be strategic. Tracy Peng, The Email Marketing Manager at Litmus notes, “Not all subject line and preview text combinations will be meaningful to Apple Mail recipients. Therefore, subject lines must be prioritized to ensure that the overall message gets attention.
Consider the following combinations:
| subject line: Go to inbox Preview text: Stay away from spam folders with our latest guide |
Preview text as standalone text and Along with the subject line.
“It’s crucial to provide enough information in your email so that the AI email summary accurately reflects your message. This will help ensure your subscribers don’t miss the overall goal of your email.
Karin SlaterLitmus’ email developers reinforce some key email marketing best practices:
“If you write good emails, then your subject line Be consistent with your email body and it won’t affect any of your metrics. However, if you try to use a surprise reveal tactic or (heaven forbid) pull a bait and switch strategywhich can cause confusion.
I still recommend writing Preview text Because there are email clients that display this information. If you have a surprising reveal strategy, try using something like Scratch instead.
Shortly after the release of Apple Smart, Yahoo also released AI-powered email summaries, which has begun rolling out to Yahoo Mail. This update is designed with ease of use in mind and with Yahoo Mail users checking their email in mind An average of two to six times a day.
This new enhancement will display an AI-generated email summary that, when turned on, will include a summary of the content and recommended actions, tasks, or required responses in a bulleted list.
source: Yahoo
User experience will continue to evolve, and email will evolve with it. Apple, Gmail and Yahoo are the most popular email clients, but when evaluating what this means for your email program, your priority should be your own subscriber base – whether using an ESP or a similar tool Litmus Email Analytics.
Determine which customers are the most popular among your subscribers and adjust your strategy accordingly. Stay tuned for updates as we continue to monitor trends and provide insights!
